Contents

Artificial Intelligence Application in City Marketing Strategies: Perspectives from Millennials and Generation Z

Cho, Yoon Cheong

DC Field Value Language
dc.contributor.authorCho, Yoon Cheong-
dc.date.available2024-04-01T06:04:01Z-
dc.date.created2024-04-01-
dc.date.issued2024-03-
dc.identifier.issn2508-7894-
dc.identifier.urihttps://archives.kdischool.ac.kr/handle/11125/54116-
dc.description.abstractThis study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.-
dc.languageEnglish-
dc.publisher한국인공지능학회-
dc.titleArtificial Intelligence Application in City Marketing Strategies: Perspectives from Millennials and Generation Z-
dc.typeArticle-
dc.identifier.bibliographicCitationKorean Journal of Artificial Intelligence, vol. 12, no. 1, pp. 7-16-
dc.identifier.kciidART003063298-
dc.description.journalClass2-
dc.description.isOpenAccessN-
dc.citation.endPage16-
dc.citation.number1-
dc.citation.startPage7-
dc.citation.titleKorean Journal of Artificial Intelligence-
dc.citation.volume12-
dc.contributor.affiliatedAuthorCho, Yoon Cheong-
dc.identifier.urlhttps://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART003063298-
dc.subject.keywordAuthorAI Application-
dc.subject.keywordAuthorCity Marketing Strategy-
dc.subject.keywordAuthorMillennials-
dc.subject.keywordAuthorGeneration Z.-
Files in This Item:
    There are no files associated with this item.
Appears in Collections:

Click the button and follow the links to connect to the full text. (KDI CL members only)

qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

상단으로 이동